PRITI BANSAL ROHAN JAIN

C007 C022

ABHINAV MISHRA
HARSHITHA NETI MAYUR PUROHIT NISHANT VATS

C029
C034 C040 C056

INTRODUCTION & MARKET ANALYSIS

COMPANY ANALYSIS

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MAJOR BRANDS
The Freedom Movement & the anguish against the middlemen triggered off the WHITE REVOLUTION at Anand. Amul Dairy( GCMMF) was born as Indias first cooperative, which were sensitive and responsive to the needs of farmers
Farmers

Customers

Processors

Distributors

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INDIA Accounts for 16% of Milk Production of the World 21% of Indias agricultural production
(2012) 132m Tonnes

(2011) 129m (2010)124mTonnes Tonnes

UP Raj AP Guj Pun Mah Production 17.60% 10.56% 9.45% 7.67% 7.46% 6.62%

20.00% 18.00% 16.00% 14.00% 12.00% 10.00% 8.00% 6.00% 4.00% 2.00% 0.00%

EAST

SOUTH

WEST

NORTH

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26%
88% 45%

Pouched Milk
Powdered Milk Raw Milk

63%

Flavoured Milk

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Amul Kool Flavoured Milk

KIDS

YOUTH

Amul Kool Milk Shake Amul Kool Caf Amul Lite

ICE CREAM MANUFACTURERS

RESTAURANTS

ADULTS
Amul Taaza Amul Gold

WOMEN
Amul Calci Amul Lite

COFFEE SHOPS

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Launched in 1946, Amul Milk is the first product of Amul and is largest in terms of revenue in Amul product line-up
Eliminating middlemen, Amul Milk Model brought out the white revolution in India
60 53

Sales Revenue (%)

Amul Milk 30% 40% Butter/Cheese/Dairy Whitener 30% Others

50 40 30 20 10 17.7

0 Sales Growth (%) Amul Federation

Amul Milk

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Strengths
Huge product line up and market leader in Milk, butter & cheese Most trusted brand in India Robust Distribution network

Weaknesses
Poor penetration in chocolate and ice cream market Lack of aggressive marketing of new products No diversification outside milk products

Strong brand image and mascot

SWOT ANALYSIS Opportunities

Introduce new products in the chocolate segment
More focus on health segment Look to increase exports and global expansion

Threats
Presence of Local Milk Vendors

Aggressive expansion by International Competitors

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Share of market
53% share in infant milk
45% share dairy whitener 26% share in packaged milk

Share of mind
One of the most respected top-of-the mind brands

Share of heart
Loyalty, around 65 percent of consumers would buy only Amul milk

Consumers recall Amul for its quality, price, homely feel of Taste of India
Investing in technology, infrastructure Umbrella branding implementation

70 60 50 40 30 20 10 0 Amul milk Local makes Doesn't matter

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Strengths
Manufacturer of milk- not just trader
Technical manpower, trained since 30 years Good product range, advertising and packaging Among recognized brand names Excellent distribution

Weaknesses
Milk products have a limited shelf life Global presence is limited; lesser availability in rural areas Lack of control over milk yield technologies

SWOT ANALYSIS
Threats
Soft drinks as indirect competition Products like lassi or locally available flavored milk

Opportunities
Pet bottles or pouches to increase packaging effectiveness Tie ups with colleges/institutions Replacement for aerated drinks Developing new technologies such as embryo transplants to enhance milk generation

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Product Youth and elderly Calorie and health conscious Urban and Rural

Promotion Advertising under umbrella strategy Catchy jingles Emotional connect

Place

Marketing Mix

National and international offerings

Grocery stores and malls Ease of availability

Price

Low cost
Scale insensitive, labor intensive Direct sourcing strategy

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PORTERS FIVE FORCES ANALYSIS

Threat of New Entrants

Bargaining Power of Suppliers

Competitive Rivalry

Bargaining Power of Customers

Threat of Substitutes

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PESTEL ANALYSIS

Political
Operation flood (1970) De licensing of Dairy Sector (1991) Milk and Milk Product Order (1992)

Economic
Increasing per capita income resulting in higher disposable income Globalization has increased exports to various countries. Radical changes in business processes - eliminating middlemen

Social
Demographics Composition Culture Health Consciousness

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Technological
TQM Technology Development Institutes SAP ERP Application Cold Storage Technology Just in time supply chain management with six sigma accuracy

Environmental
Mass Tree Plantation Green globe award Waste Management EPA Act

Legal
Cooperative Law PFA Act Standards of Weight and Measures Act

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OCCUPANT Demographic, Psychological, Personal OBJECT Products, Brands, Features, Sizes & Variety OBJECTIVE Benefits and Motives

7 Os
FRAMEWORK

OCCASION When to Buy?, How to Buy? OUTLET Where do you buy?

OPERATIONS
ORGANIZATION -

- Involvement, Stages, Evaluations

Who are involved

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Occupation
Others 5%

Purchasing Factor

Service 10%

Easy Availability 14% Quality 38%

Business 20% Housewife 65%

Price 20%

Brand Image 28%

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Consumption Quantity
50% 45% 40% 35% 30% 25% Consumption Quantity 20% 15% 10% 5% 0% 500ml 1 litre 2-4 litre More than 4 litre 0% 6 months 5% 10% 15% 20% 25%

Purchase Duration

Purchase Duration

1-2 years

3-4 years

More than 4 years

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Survey Results
Purchase Decision Occupation Purchasing factor Consumption Quantity Purchase duration Opinion 35% Male, 65% Female Housewife (65%), Business (20%), Service (10%), Others (5%) Quality (38%), Brand Image (28%), Price (20%), Easy Availability (14%) 500ml (25%), 1litre(45%), 2-4 litre(20%), More than 4 litre(10%) 6 months (5%), 1-2 years (15%), 3-4 years (20%), More than 4 years (60%) Excellent (25%), Good (48%), Average (22%),Poor(5%)

Value for Money

Influence To Others

Yes (96%), No (4%)

Yes (95%), No (4%), Maybe (1%)

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Main Competitors Local Milk vendors, Mother Dairy

Britannia, Nestle, Danone

Mother Dairy, Regional Players like Aarey, Saras, MTR etc

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What value or uniqueness the brand brings in??

The USP of the brand

What the brand lacks in??

Strategy (Steps undertaken)

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Amul has a relatively good distribution network, still company is not able to fulfill the demand of outlet in the peak season when demand is very high. Here company should consider on the supply of product 250 ml milk pouch should make available to retailers for selling, because lower income family has intention to buy small pouch milk

Provide reasonable Margin to retailers as compared to competitors, this motivates them to promote companys milk and milk products

Thank You!